000			01244nam a22001577a 4500
999			_c523950 _d523950
008			231018b ||||| |||| 00| 0 eng d
100			_aKhumukcham, Jackson _944179
245			_aCustomer orientation in indigenous entrepreneurial activities
260			_aThe Indian Journal of Social Work
300			_a84(2), Apr, 2023: p.185-202
520			_aThis article explores the concept of customer orientation and the emerging field of indigenous entrepreneurship. Data for the study was collected through ethnographic research in the Andro village of Manipur. The article illustrates how indigenous people strategise to satisfy customer demands and earn customer loyalty through innovation of products and improve sales performance, but not necessarily for generating profits. The study hopes to initiate a dialogue between academia and practitioners regarding the relevance of indigenous entrepreneurship as a field of research. – Reproduced https://journals.tiss.edu/ijsw/index.php/ijsw/article/view/951
650			_aCustomer orientation, Customer relationship, Product innovation, Indigenous entrepreneurship, Indigenous knowledge. _941067
773			_aThe Indian Journal of Social Work
906			_aCONSUMERS
942			_cAR